Smartphone Market Share 2026: Samsung, Apple, Xiaomi and Every Major Vendor
Samsung had 22.6% of worldwide smartphone shipments in Q3 2026 and Apple had 22.4%, according to IDC. Xiaomi was third with 12.0%, then OPPO with 10.0% and vivo with 7.5%. Total shipments fell 22.0% year on year to 255.3 million, the steepest quarterly fall IDC has recorded, as memory costs soared. Samsung and Apple held 45.0% of the market between them, up 8.1 points in a year, calculated by StatisticsGlobal.
Key statistics
- Samsung had 22.6% of worldwide smartphone shipments in Q3 2026, shipping 57.8 million units, according to IDC.
- Apple had 22.4% of worldwide smartphone shipments in Q3 2026, shipping 57.3 million units, according to IDC.
- Smartphone shipments fell 22.0% year on year to 255.3 million units worldwide in Q3 2026, the steepest quarterly decline on record, according to IDC.
- Samsung and Apple together had 45.0% of smartphone shipments in Q3 2026, up 8.1 percentage points from 36.9% a year earlier, calculated by StatisticsGlobal from IDC data.
- Worldwide smartphone shipments are forecast to fall 16.7% in 2026 to just over 1 billion units, the steepest annual drop on record, according to IDC.
Smartphone market share by vendor 2026
IDC's preliminary Q3 2026 data puts Samsung and Apple almost level at the top. IDC counts a gap of 0.1 points or less as a statistical tie. Samsung's lead was 0.2 points.
Every top-five brand shipped fewer phones in Q3 2026 than a year earlier. The difference is how many fewer. Samsung fell 5.8% and Apple 4.0%. Xiaomi, OPPO and vivo each fell by roughly 30% or more.
That gap is why Samsung and Apple gained share in a shrinking market. Together they held 45.0% of shipments, up from 36.9% a year earlier. Apple's share rose 4.2 points, the biggest gain in the top five. Smaller brands lost the most. Brands outside the top five shipped 32.5% fewer phones.
IDC links the pattern to price tiers. Rising memory costs hit cheap phones hardest, and IDC says Chinese brands are more exposed to the low end. Counterpoint Research makes the same point about Xiaomi's reliance on entry and mid-tier phones.
Source: IDC, preliminary Q3 2026 data, 14 October 2026.
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Samsung had 22.6% of worldwide smartphone shipments in Q3 2026, shipping 57.8 million units, according to IDC.
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Apple had 22.4% of worldwide smartphone shipments in Q3 2026, shipping 57.3 million units, according to IDC.
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Samsung led Apple by 0.5 million smartphone shipments in Q3 2026, a gap of 0.2 percentage points of share, calculated by StatisticsGlobal from IDC data.
How we calculated it: Samsung 57.8M - Apple 57.3M = 0.5M. Share 22.6% - 22.4% = 0.2 points. IDC counts gaps of 0.1 points or less as a statistical tie.
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Xiaomi had 12.0% of worldwide smartphone shipments in Q3 2026, with 30.7 million units, down 29.2% year on year, according to IDC.
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OPPO had 10.0% of worldwide smartphone shipments in Q3 2026, with 25.6 million units, down 34.5% year on year, according to IDC.
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vivo had 7.5% of worldwide smartphone shipments in Q3 2026, with 19.1 million units, down 31.5% year on year, according to IDC.
| Company | Q3 2026 shipments | Q3 2026 share | Q3 2025 shipments | Q3 2025 share | Year-on-year change |
|---|---|---|---|---|---|
| Samsung | 57.8 | 22.6% | 61.4 | 18.7% | -5.8% |
| Apple | 57.3 | 22.4% | 59.7 | 18.2% | -4.0% |
| Xiaomi | 30.7 | 12.0% | 43.4 | 13.2% | -29.2% |
| OPPO | 25.6 | 10.0% | 39.1 | 11.9% | -34.5% |
| vivo | 19.1 | 7.5% | 27.9 | 8.5% | -31.5% |
| Others | 64.8 | 25.4% | 96.0 | 29.3% | -32.5% |
| Total | 255.3 | 100.0% | 327.3 | 100.0% | -22.0% |
Global smartphone shipments by quarter
Shipments started falling in 2026 and the decline sped up in Q3. IDC recorded a 7.4% fall in Q2 and a 22.0% fall in Q3.
IDC counted 72.0 million fewer smartphones shipped in Q3 2026 than in Q3 2025. Shipments also fell 7.6% from Q2 to Q3 2026. A year earlier the same two quarters showed a 9.7% rise. This year there was no Q3 lift.
The Counterpoint Research series shows a clear yearly rhythm. Apple leads in Q4, when new iPhones ship, and Samsung leads in most other quarters. Apple's Q4 2025 share of 25.0% was the highest in the series. In 2026 Apple held more than 20% in Q1 and Q2 as well, which it did not do in 2024 or 2025.
Huawei is the main exception to the decline among large brands. IDC recorded 19.9% growth for Huawei in Q2 2026. It is not in IDC's global top five, so its Q3 share is not in the free table.
- Apple
- Samsung
Source: Counterpoint Research, Global Smartphone Market Share: Quarterly, Q2 2026 update. Most quarters are published as whole numbers.
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Smartphone shipments fell 22.0% year on year to 255.3 million units worldwide in Q3 2026, the steepest quarterly decline on record, according to IDC.
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Global smartphone shipments fell 20% year on year in Q3 2026 to their lowest level in 14 years, according to Counterpoint Research.
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Worldwide smartphone shipments were 72.0 million units lower in Q3 2026 than in Q3 2025, calculated by StatisticsGlobal from IDC data.
How we calculated it: 327.3M (Q3 2025) - 255.3M (Q3 2026) = 72.0M.
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Smartphone shipments fell 7.6% from Q2 2026 to Q3 2026, against a 9.7% rise over the same quarters of 2025, calculated by StatisticsGlobal from IDC data.
How we calculated it: 255.3M (Q3 2026, preliminary) / 276.3M (Q2 2026, final) - 1 = -7.6%. A year earlier shipments rose from 298.3M in Q2 2025 to 327.3M in Q3 2025, +9.7%.
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Smartphone shipments fell 7.4% year on year to 276.3 million units worldwide in Q2 2026, according to IDC.
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Samsung led worldwide smartphone shipments in Q2 2026 with 22.7% share, ahead of Apple with 20.2%, according to IDC.
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Apple smartphone shipments grew 14.9% year on year to 55.7 million units in Q2 2026, according to IDC.
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Huawei smartphone shipments grew 19.9% year on year in Q2 2026, according to IDC.
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Samsung smartphone shipments fell 5.8% year on year in Q3 2026, and Apple shipments fell 4.0%, according to IDC.
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Smartphone brands outside the top five shipped 64.8 million units in Q3 2026, down 32.5% year on year, according to IDC.
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Samsung and Apple shipments fell 5.0% year on year in Q3 2026, while all other brands combined fell 32.0%, calculated by StatisticsGlobal from IDC data.
How we calculated it: Samsung + Apple: 57.8 + 57.3 = 115.1M (Q3 2026) vs 61.4 + 59.7 = 121.1M (Q3 2025), -4.95%. All others: 255.3 - 115.1 = 140.2M vs 327.3 - 121.1 = 206.2M, -32.0%.
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Xiaomi, OPPO and vivo shipped 75.4 million smartphones combined in Q3 2026, down 31.7% from 110.4 million a year earlier, calculated by StatisticsGlobal from IDC data.
How we calculated it: Q3 2026: 30.7 + 25.6 + 19.1 = 75.4M. Q3 2025: 43.4 + 39.1 + 27.9 = 110.4M. 75.4 / 110.4 - 1 = -31.7%.
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Apple had 25.0% of global smartphone shipments in Q4 2025, its highest share in any quarter from Q1 2023 to Q2 2026, according to Counterpoint Research.
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Apple's average quarterly share of global smartphone shipments was 19.8% in 2025, calculated by StatisticsGlobal from Counterpoint Research data.
How we calculated it: (Q1 19% + Q2 17% + Q3 18% + Q4 25.0%) / 4 = 19.75%. Simple average of quarterly shares, not weighted by volume.
| Quarter | Shipments | Year-on-year change | Samsung share | Apple share |
|---|---|---|---|---|
| Q2 2025 | 298.3 | n/a | 19.4% | 16.3% |
| Q3 2025 | 327.3 | n/a | 18.7% | 18.2% |
| Q2 2026 | 276.3 | -7.4% | 22.7% | 20.2% |
| Q3 2026 (preliminary) | 255.3 | -22.0% | 22.6% | 22.4% |
IDC vs Counterpoint Research smartphone market share
IDC and Counterpoint Research both track sell-in shipments, but their numbers are not identical. They define companies differently and use different panels and estimates.
For Samsung, Xiaomi and vivo the two firms agree within 0.3 points. Apple differs by 0.8 points. OPPO differs most, by 2.5 points. IDC groups brands under their current parent company, so how each firm treats OPPO's related brands can move its total.
The firms also differ on the size of the fall. IDC put the Q3 2026 decline at 22.0%. Counterpoint Research put it at 20% and called it the lowest level in 14 years. Both agree on the direction and the cause, which is the memory cost crisis.
Counterpoint Research found one region still growing in Q2 2026. North America rose about 6%, while emerging markets fell hardest. Counterpoint Research also says Apple was the only major maker that did not raise smartphone prices that quarter.
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Samsung had 23% of global smartphone shipments in Q2 2026 and Apple 21%, a record Q2 share for Apple, according to Counterpoint Research.
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IDC and Counterpoint Research differed by 0.8 points on Apple's Q2 2026 shipment share and 0.3 points on Samsung's, calculated by StatisticsGlobal from both firms' data.
How we calculated it: Apple: Counterpoint 21% - IDC 20.2% = 0.8. Samsung: Counterpoint 23% - IDC 22.7% = 0.3. Averages: Apple 20.6%, Samsung 22.9%. Counterpoint shares are rounded to whole numbers.
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IDC put the Q3 2026 fall in smartphone shipments at 22.0% and Counterpoint Research at 20%, a 2-point gap, calculated by StatisticsGlobal from both firms' data.
How we calculated it: IDC -22.0% (preliminary) vs Counterpoint Research -20%. 22.0 - 20 = 2 points.
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North America was the only region where smartphone shipments grew in Q2 2026, by about 6% year on year, according to Counterpoint Research.
| Company | IDC | Counterpoint Research | Average of the two | Spread (points) |
|---|---|---|---|---|
| Samsung | 22.7% | 23% | 22.85% | 0.3 |
| Apple | 20.2% | 21% | 20.6% | 0.8 |
| Xiaomi | 11.3% | 11% | 11.15% | 0.3 |
| OPPO | 10.5% | 8% | 9.25% | 2.5 |
| vivo | 7.7% | 8% | 7.85% | 0.3 |
Smartphone market share by country and iOS vs Android
Shipment trackers give free country data only now and then. StatCounter publishes monthly usage share by country, based on web traffic from phones already in use.
Apple's share of phones in use is far higher than its share of new shipments. Apple had 30.8% of mobile web usage in September 2026 against 22.4% of Q3 2026 shipments, a gap of 8.4 points. One likely reason is that iPhones stay in service longer, so usage reflects years of past sales. IDC also says consumers are keeping devices longer.
Apple leads usage in all four markets in the table. Its lead is widest in the United States, where it has more than half of mobile web usage. In China, Apple leads, but Xiaomi, Vivo and Huawei together have 37.55% of usage, more than Apple's 31.95%.
Android ran on 69.17% of mobile web usage worldwide, 2.2 times iOS. iOS does less well in new shipments. IDC expects iOS to reach a record 23.6% of shipments in 2026. See our operating system market share page for desktop and tablet data.
Source: StatCounter Global Stats, September 2026.
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Apple devices made up 30.8% of mobile web usage worldwide in September 2026, ahead of Samsung with 23.52%, according to StatCounter Global Stats.
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Xiaomi devices made up 11.06% of mobile web usage worldwide in September 2026, according to StatCounter Global Stats.
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Apple's 30.8% share of mobile web usage in September 2026 was 8.4 points above its 22.4% share of Q3 2026 shipments, calculated by StatisticsGlobal from StatCounter Global Stats and IDC data.
How we calculated it: StatCounter Apple mobile vendor share, September 2026 (30.8%) - IDC Apple shipment share, Q3 2026 (22.4%) = 8.4 points. Different measures: usage of devices in service vs new units shipped.
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Apple devices made up 53.58% of mobile web usage in the United States in September 2026, and Samsung 28.11%, according to StatCounter Global Stats.
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Apple's share of mobile web usage in the United States was 1.74 times its worldwide share in September 2026, calculated by StatisticsGlobal from StatCounter Global Stats data.
How we calculated it: 53.58% (United States) / 30.8% (worldwide) = 1.74.
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Apple devices made up 46.87% of mobile web usage in the United Kingdom in September 2026, and Samsung 35.06%, according to StatCounter Global Stats.
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Apple devices made up 31.95% of mobile web usage in China in September 2026, ahead of Xiaomi at 15.02% and Huawei at 11.02%, according to StatCounter Global Stats.
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Android ran on 69.17% of mobile web usage worldwide in September 2026 and iOS on 30.81%, according to StatCounter Global Stats.
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Android accounted for 2.2 times as much mobile web usage as iOS worldwide in September 2026, calculated by StatisticsGlobal from StatCounter Global Stats data.
How we calculated it: 69.17% / 30.81% = 2.245, rounded to 2.2.
| Market | Apple | Samsung | Xiaomi | Other leading makers |
|---|---|---|---|---|
| Worldwide | 30.8% | 23.52% | 11.06% | Oppo 5.79%, Vivo 5.33% |
| United States | 53.58% | 28.11% | 5.89% | Motorola 3.49%, Google 3.16% |
| United Kingdom | 46.87% | 35.06% | 4.1% | Google 3.81%, Motorola 3.37% |
| China | 31.95% | Not in top 6 | 15.02% | Vivo 11.51%, Huawei 11.02%, Oppo 6.26% |
Smartphone shipment forecast 2026
Both trackers expect 2026 to be the worst year on record for smartphone shipments. Prices and market value are forecast to rise.
IDC forecasts a 16.7% fall in 2026 shipments. Counterpoint Research forecasts 14%. Both were made in August, before Q3 data came in. IDC's Q3 release says the worst is yet to come and that recovery will come in 2028 at the earliest.
The cause is memory. IDC calls it an AI-driven memory crisis. It says memory costs for phone makers were up about 350% by Q3 2026. Prices have risen and cheap phones have been hit hardest. Shipments of phones under $100 fell almost 60% in Q2 2026.
Fewer, dearer phones mean value can still grow while units fall. IDC expects the average selling price to rise 27.6% to $581 and market value to rise 6.3% to $613 billion. Android shipments fall 24.3% in IDC's forecast, against 1.3% for iOS.
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Worldwide smartphone shipments are forecast to fall 16.7% in 2026 to just over 1 billion units, the steepest annual drop on record, according to IDC.
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Global smartphone shipments are forecast to fall 14% in 2026, with Samsung expected to retake the number one position, according to Counterpoint Research.
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IDC forecasts a 16.7% fall in 2026 smartphone shipments and Counterpoint Research 14%, a 2.7-point gap, calculated by StatisticsGlobal from both firms' August 2026 forecasts.
How we calculated it: IDC -16.7% (26 August 2026) vs Counterpoint Research -14% (22 August 2026). 16.7 - 14 = 2.7 points.
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Smartphone shipments in the second half of 2026 are forecast to fall 27.2% year on year, according to IDC.
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The average smartphone selling price is forecast to rise 27.6% to $581 in 2026, according to IDC.
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The smartphone market is forecast to grow 6.3% in value to $613 billion in 2026, even as units fall, according to IDC.
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Memory costs for smartphone makers were up about 350% year on year by Q3 2026, according to IDC.
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Shipments of smartphones priced under $100 fell almost 60% year on year in Q2 2026, according to IDC.
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iOS is forecast to reach a record 23.6% of smartphone shipments in 2026, up almost four percentage points, according to IDC.
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Android smartphone shipments are forecast to fall 24.3% in 2026, while iOS shipments fall 1.3%, according to IDC.
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HarmonyOS smartphone shipments are forecast to nearly triple to 51 million units in 2026, according to IDC.
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Foldable smartphone shipments are forecast to grow 12.6% to 22.9 million units in 2026, according to IDC.
| Measure | IDC (26 August 2026) | Counterpoint Research (22 August 2026) |
|---|---|---|
| Shipments, change on 2025 | -16.7% (just over 1 billion units) | -14% |
| Second-half shipments, change on 2025 | -27.2% | Not published |
| Average selling price | $581, up 27.6% | Not published |
| Market value | $613 billion, up 6.3% | Not published |
| iOS share of shipments | 23.6% (record) | Not published |
| HarmonyOS shipments | 51 million (nearly triple) | Not published |
| Foldable shipments | 22.9 million, up 12.6% | Not published |
How smartphone market share is measured
The numbers on this page come from two kinds of data. Shipment trackers count new phones sold into sales channels. Web analytics count phones in use.
Shipments are sell-in. They count phones shipped to retailers and carriers, not phones bought by consumers. A brand that fills channels ahead of a price rise can show strong shipments that later unwind. Counterpoint Research says some makers pulled shipments forward in Q2 2026.
IDC's Q3 2026 figures are preliminary and may be revised. Full trackers are paid, so free tables stop at the top five. Counterpoint Research's free series is rounded to whole numbers for most quarters, and some older tables on its page disagree with newer ones. We use the latest table for each quarter.
StatCounter measures something else. It counts page views from phones already in use, so it reflects the installed base and how much people browse. Only page views on sites that run its code are counted. Use shipment data for who is selling now, and usage data for who owns the phones people use.
| Source | What it counts | Latest data used | Free access |
|---|---|---|---|
| IDC Worldwide Quarterly Mobile Phone Tracker | Branded sell-in shipments of new phones, by parent company | Q3 2026 (preliminary) | Top 5 companies each quarter |
| Counterpoint Research Market Monitor | Sell-in shipments of 140+ brands, said to cover 97%+ of shipments | Q2 2026 shares, Q3 2026 total | Top 5 shares each quarter |
| StatCounter Global Stats | Mobile web page views on 1 million+ sites, by device maker and OS | September 2026 | Full monthly data, CC BY-SA 3.0 |
Frequently asked questions
What is Samsung's smartphone market share in 2026?
Samsung had 22.6% of worldwide smartphone shipments in Q3 2026, with 57.8 million units, according to IDC. Counterpoint Research put Samsung at 23% in Q2 2026.
What is Apple's smartphone market share in 2026?
Apple had 22.4% of worldwide smartphone shipments in Q3 2026, according to IDC. Apple devices made up 30.8% of mobile web usage worldwide in September 2026, according to StatCounter Global Stats.
How did smartphone shipments change compared with last year?
Shipments fell 22.0% year on year to 255.3 million in Q3 2026, according to IDC. Counterpoint Research measured a 20% fall. Samsung and Apple fell by less than 6%, while Xiaomi, OPPO and vivo fell by about 30% or more.
Why are smartphone shipments falling in 2026?
IDC blames an AI-driven memory crisis. It says memory costs for phone makers were up about 350% by Q3 2026. Prices rose, and phones under $100 were hit hardest, with shipments down almost 60% in Q2 2026.
What is Apple's market share in the United States?
Apple devices made up 53.58% of mobile web usage in the United States in September 2026, and Samsung 28.11%, according to StatCounter Global Stats. That is usage share, not sales.
What is the smartphone market forecast for 2026?
IDC forecasts a 16.7% fall in 2026 shipments, to just over 1 billion units. Counterpoint Research forecasts a 14% fall. IDC expects the average selling price to rise 27.6% to $581.
Sources
- IDC, Global Smartphone Shipments Drop Record High of 22% in Q3 2026 as the Memory Crisis Hits Hard, According to IDC, 14 October 2026 (preliminary data), accessed 30 October 2026. Link · Saved data copy
- IDC, Smartphone Shipments Set for Record 16.7% Drop in 2026, as the Memory Crisis Hits Full Force, 26 August 2026, accessed 30 October 2026. Link · Saved data copy
- Counterpoint Research, Global Smartphone Shipments Hit a New Low with 20% YoY Decline, Lowest in 14 Years as Continued Memory Constraints Tighten Supply, 12 October 2026, accessed 30 October 2026. Link · Saved data copy
- IDC, Smartphone Market Share (Worldwide Quarterly Mobile Phone Tracker, 2Q26 final data), 28 August 2026, page updated 8 September 2026, accessed 30 October 2026. Link · Saved data copy
- Counterpoint Research, Global Smartphone Market Share: Quarterly, 27 August 2026 (Q2 2026 update), accessed 30 October 2026. Link · Saved data copy
- StatCounter Global Stats, Mobile Vendor Market Share Worldwide, September 2026 data, accessed 30 October 2026. Link · Saved data copy · Licence: CC BY-SA 3.0
- StatCounter Global Stats, Mobile Vendor Market Share United States Of America, September 2026 data, accessed 30 October 2026. Link · Saved data copy · Licence: CC BY-SA 3.0
- StatCounter Global Stats, Mobile Vendor Market Share United Kingdom, September 2026 data, accessed 30 October 2026. Link · Saved data copy · Licence: CC BY-SA 3.0
- StatCounter Global Stats, Mobile Vendor Market Share China, September 2026 data, accessed 30 October 2026. Link · Saved data copy · Licence: CC BY-SA 3.0
- StatCounter Global Stats, Mobile Operating System Market Share Worldwide, September 2026 data, accessed 30 October 2026. Link · Saved data copy · Licence: CC BY-SA 3.0
- Counterpoint Research, Global Smartphone Market to Fall 14% in 2026 as Samsung is Expected to Retake No. 1 Position, 22 August 2026, accessed 30 October 2026. Link · Saved data copy
Changes to this page
- : Page published with IDC data to Q3 2026, Counterpoint Research data to Q2 2026 and StatCounter data to September 2026.